Is it time to zhuzh up your networking?
On white wine clichés, bad business cards & the magic of "reaching out" emails
“Be creative not only in your art but in your life…
Demand better. Try something. Innovate. Play”
Maggie Smith (again)
Hi friend,
How’s your week been?
I had two networking-type things.
Which is a lot for someone with a mixed relationship to networking.
Connection is a personal value. Building relationships is my lifeblood - you could argue, my work.
Still, the idea of networking feels soaked in a specific “So, what do you do?” slime that rings as self-serving and self-seeking. Just a little too grabby.
Years ago, when I wore black column dresses, and made small talk in playgrounds* while checking emails on my phone, I was introduced to a man (with weirdly perfect hair and fancy 3-piece to match) on the basis that “You’re both great networkers.”
I wanted to take a shower.
I’m not alone. Listen to Amol Rajan batting off Grace Dent’s “relentless networker” description of him in this hilarious episode of Comfort Eating.
And yet, networking - accidental and otherwise - has brought me business-changing clients and collaborations.
A simple “I thought I’d reach out” email has led to cherished friendships. (Hi Kim, hi Tiff, so glad we connected 😉)
*playgrounds as a hotbed for networking remain a revelation to me
Rethinking networking
Why do we resist the idea of networking?
In its simplest form, networking is intentional connection. It’s nurturing relationships. It’s being purposeful about where you’re taking your business.
And working out how you can help another human being who’s also trying to figure out the world.
Before we even get to the whole “your network is your net worth” thing. Which, it kind of is.
Time to zhuzh up your networking?
In case you’re like me, and your networking still blames the pandemic for not happening, here’s a quick way to zhuzh up your strategy:
Run a mini-networking audit
How much time have you spent investing in meaningful relationships for your business? With clients/ creative partners/ colleagues?
A glance at my calendar shows me:
X1 training conference
x1 book launch
x 1 networking event (run by a close friend)
And we’re a quarter of the way through 2024.
Here’s the thing. If Taylor Swift can release a studio album in the middle of the world tour, I probably have time for a monthly networking event.
Even if it means getting a train.
Weave connection into your marketing
I’ve noticed an upwards trend in demand for IRL events.
Well-designed events can bring storytelling, thought leadership and fun into your strategy – as well as breakfast pastries. And because we’re craving connection, we relate strongly to brands who bring us into their community on a personal level.
I’m encouraging my clients to expand their in-person events this year - partner launches, customer events, roundtables. This includes my own.
Ditch the warm white wine cliché
Like organised “fun”, you don’t need a formal networking group. Cliché exist for a reason.
I’ve made the after-work dash to a suit-filled room. To slip dog-eared business cards into my bag, neck warm chardonnay and work out an escape route from what was essentially a LinkedIn nightmare.
My gorgeous school friend, Amy, runs her own award-winning legal recruitment business. Years ago, she decided to block out a morning a week for 121 coffees, being deeply intentional and strategic about who she spends her time with, builds relationships with, chooses to help.
Make up your own brand of networking. And do that.
Real deal networking groups to check out:
Female Founders Rise – run by human supernova Emmie Faust
Found & Flourish – from the Queen of Community Lara Sheldrake
Walk Works – for local Reading crew, Caroline Gratrix and Liz Bradbury bring you nature, connection, steps and also, cake.
Networking. Where does it leave you? Comments below or hit reply if you’re not Substack-official.
Back next week. It’s going to be the thoughts on Substack one.
With love,
Antonia xo
Such a good reminder my love, thank you 🙏
Gosh I am rubbish at prioritising this but you remind me that it doesn't have to be dog eared business cards and cardboard pastries. Will try a bit harder! x